Sales Promotion

The main objective of our research is the exploration of a particular group of smart shoppers :those who use the offer of refund actively. Semi directive interviews were led to 17 persons.The analysis of the speech of these individuals, based on an interpretative method, showsother motivational urges than economic benefits. This activity is more comparable to leisure,rich in experiment, in social interaction but also in assertion of one. Cash Refund Offersactivity is lived by these individuals as an active and responsible way of consumptionallowing them to differentiate from consumers subjected to the traditional marketingpromotions. This diversion of sales promotion does not however bring them to question theirlogic of hyper-consumption.